Marketing dictionary


in advertising, the trustworthiness of the message; organisations often try to enhance the trustworthiness of their advertising by selecting highly credible sources to deliver their messages. For example, a firm which manufactures toothpaste might have a dentist deliver the message, while a firm which sells bathroom fittings might chose a plumber.

Back to previous
Rate this term


Browse A-Z

Select a letter to find terms listed alphabetically.